In the last decade, the world has changed a lot. The 21st century was the end of the Industrial Revolution and the rise of Digital Revolution. The technology has reached new phases. AI, ML and Blockchain are gonna rule over the planet in coming years.
And a new consumer powerhouse is on its rise. We call them, Generation Z. In short, Gen Z.
Gen Z refers to anyone born after the mid to late 1990s, or anyone who is now 22 or younger. Also, we can describe it as the people born after millennials.
And, GenZ is expected to account for about 40% of all consumers by 2020!
Now you know why they are so important to the economy. Understanding the GenZ perspective will be the new gold-mine for your business regardless of the industry you are in.
GenZ is starting to enter the workforce, That means they’re no more on daddy’s pocket. With a monthly income, they are gonna have more buying power and that’s the biggest opportunity for your businesses sustainable growth.
But, The game is gonna change!
All your traditional marketing strategies of action plans you used to target millennials and baby-boomers are not gonna work anymore!
Because GenZ is way too different 😉
What makes GenZ unique?
It’s important to understand the difference between the newer generation and the older one. Even though there are many similarities, Marketing to GenZ is gonna be a fresh game to play on!
1. GenZ is less-focused
They live in a world that is changing way too faster and continuously updating. They can access information around the world faster than anyone, Thanks to the internet and social media.
They are going through a lot of stories, news, viral stuff, videos, and advertisements every day. So that their attention span might be lower than any other generations. The average attention span of GenZ is 8 seconds where millennials have an attention span of 12 seconds!
2. GenZ is hustlers
They are early starters or more entrepreneurial, Just because they have exposure to billions of information in the palm of their hand at a very younger age itself.
They don’t have to wait till the traditional education system makes them prepare to join the work-force. So they like to start living their own between the ages of 16 and 18. Either finding a job or starting their own business.
3. GenZ is the smartphone generation
They had smartphones with them when they were in middle school and it’s already shaping behaviors. Today’s 13 to 17-year-olds got their first smart device at an earlier age. And the top screens used by them are Smartphone (78%) and laptop (69%).
They were born social, In-fact 92% of GenZ has a digital footprint.
4. GenZ is Global!
Generation Z is more global in their thinking, actions, interactions, and networks. They have the exposure about the world, they know what’s happening around them and they are aware of the reality which makes them more practical and realistic.
Marketing to Generation Z
This generation grew up with technology in their hands, They are constantly on their devices and not on television or other traditional marketing channels.
Then we know, where should we promote to reach them.
It’s obvious that they can be reached on social networks, but their social media behavior gives marketers a run for their money.
They don’t care about how big your brand is, They’ll be your customer or a fan only if they think your brand is cool. If you don’t adopt the way GenZ consumes content, you’re gonna waste a lot of hard-earned advertising money.
Here are few ideas of what you can do to make GenZ fall in love with your brand.
1. Create ‘Real’ Content
GenZ doesn’t trust traditional ads and campaigns much. They won’t be impressed with your brand unless you create something real, unique and purpose-driven.
Feature real people and tell them real stories with your campaigns, and build a brand that is super cool!
Check out this example by Abercrombie & Fitch.
2. Be Lit on Social Media 🔥
GenZ loves cool brands. Alo they like to go with brands that aren’t very popular yet, But because of the uniqueness and customer service.
They like ‘lit brands’ and as marketers, It’s our job to make brands look lit af on social media.
Instagram and Snapchat are the two platforms you should work on to reach GenZ. About 71% of GenZ use Snapchat on a daily basis and they use it more than 10 times a day. Almost the same with Instagram too.
Snapchat is more real life, unfiltered moments while Instagram is where they show their more curated version of themselves.
You can use Snapchat to get brand exposure Make an account for your brand and post photos and videos to your story on a daily basis. Also, Snapchat sponsored ads is a good way to promote your brand identity.
As we mentioned earlier, GenZ’s attention span is less, but a company logo could be enough to remind them of your brand.
And on Instagram, Make a kick-ass profile where GenZ teens will be eager to tap on that follow button and use Instagram stories to share exclusive content and engage with your followers.
With your Instagram account, show your followers, the behind the scenes of your company, showcase your team or anything out of the box that’ll help you gain more exposure and attention.
Try to give a human voice to your brand, which will help you make a stronger relationship with your followers.
3. Influencer Marketing
Influencer Marketing must be the key game plan of your GenZ strategy.
GenZ trust influencers more than big-notch celebrities. You can team up with influencers or micro-influencers on Instagram or Snapchat or even YouTube to endorse your brand, which will give you more ROI than a well-paid celebrity endorsement.
Try to get few right influencers in your industry to take over your brand Instagram account or get them promote your brand on their personal stories or as posts.
4. Give back to the society
GenZ wants to make an impact on the future of our world and they are passionate about it. Most of them want to make a change in the world in a positive manner, where 25% of them are already volunteering with non-profits and social organizations.
They are well aware of their impact on the planet, and they are optimistic about the future of our planet as well as their own.
Your brand has to keep up with this energetic group of youngsters by being conscious of our planet and our people. You can do this by CSR activities!
Generation Z is still getting ready to be the main-stream population. The market is still untapped and you just need to how they behave and consume.
Thank you for reading and now it’s your turn! What are your strategies to get Gen Z attention, Let me know via Instagram or drop a comment below.